Send us a textIn this episode we interview Justin Cruz, Director of Digital Marketing at TSIA. He shares how his team builds a demand engine that stays human, relevant, and repeatable. Subscribe to Justin's Substack. What you'll learn in this episode:How Justin defines personalization: relevant and timely messaging, not a first-name token.A simple definition of scalability: systems that compound results over time.Why only a small share of your market is ready to buy—and how that changes your plan.How to sharpen your ICP with real purchase data and recent behavior.A practical way to map content to the five stages of awareness.How to reuse a few strong assets across segments without sounding generic.Where AI helps: synthesizing customer data and enabling on-site personalization.How to run a fast audit of your funnel, from reach to “contact us,” and fix obvious gaps.Tools and tactics he uses: AI-powered web personalization and message routing from ad to page.A plug-and-play framework (“FOCUS”) to keep strategy, tools, and tracking aligned.

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